Members of The Institute for Infinitely Small Things had been seen for a while in the streets of Boston and Cambridge, MA translating corporate advertising language into simple performances. Cingular's "Rollover" campaign resulted in groups of people rolling around on the sidewalk in front of the poster.

There's also a database of ads and user-suggested ideas for acting out the commands. The misguided language becomes obvious with Daimler/Chrysler's "Build it, Find it, Drive it" campaign once a user conjures the suggestion to make your own "Ramshackle car made of driftwood."

FRUIT takes up the challenge of elevating the ecological knowledge of consumers and encouraging a way of life that is friendly to the environment. We want consumers to be conscious of the entire life of a product, from production to utilization, and not just what they see in the stores. Consumers must be aware that every phase of a product's life influences the environment and ourselves.

Free Soil has produced a run of FRUIT wrappers, a website, and a traveling installation as part of an initiative to inform people about alternative food systems and local food movements. The wrappers are disseminated throughout the food chain by piggybacking on oranges. Information will be carried through the food system and into the hands of consumers. The wrapper holds information on a variety of aspects concerning food movements, transport and urban farming. Get your daily dose!